Innovativeness and its impact on social responsibility: comparing - PowerPoint PPT Presentation

Innovativeness and its impact on social responsibility: comparing U.S. firms with global competitors Xiaoou Han,PhD student of Forest products marketing and Eric Hansen, Professor of Forest products marketing Oregon State University USA

Outline • Corporate social responsibility (CSR) • Innovation and innovativeness • The antecedents of innovativeness • Theoretical framework • Objectives • Methods • Findings

Corporate social responsibility The business of business is business??? “ The Social Responsibility of Business is to Increase its Profits.” by Milton Friedman

Corporate social responsibility The business of business is business??? The continuum of business responsibilities (Carroll 1979)

Corporate social responsibility The multi-dimensional construct of CSR (Panwar 2006)

Outline • Corporate social responsibility • Innovation and innovativeness • The antecedents of innovativeness • Theoretical framework • Objectives • Methods • Findings

Innovation vs. Innovativeness Innovation 创新 to create something new

Innovation vs. Innovativeness Innovativeness 创新性 to create something new characteristics

Innovation vs. Innovativeness To summarize… Innovation Innovativeness “product” “degree” “service” “notion” “technology” “capacity” “manufacturing “propensity” process” … “business system” …

Innovativeness ? Corporate social responsibility (CSR)

Outline • Corporate social responsibility • Innovation and innovativeness • The antecedents of innovativeness • Theoretical framework • Objectives • Methods • Findings

Two antecedents of innovativeness Market Orientation Learning Orientation

Two antecedents of innovativeness Customer orientation Market Orientation Competitor orientation Interfunctional coordination

Two antecedents of innovativeness Commitment to learning Open-mindedness Learning Orientation Shared vision Intraorganizational knowledge sharing

Outline • Corporate social responsibility • Innovation and innovativeness • The antecedents of innovativeness • Theoretical framework • Objectives • Methods • Findings

Theoretical Framework Market Orientation Innovativeness CSR Learning Orientation

Outline • Corporate social responsibility • Innovation and innovativeness • The antecedents of innovativeness • Theoretical framework • Objectives • Methods • Findings

Objectives • Investigate market orientation (MO) and learning orientation (LO) as key antecedents to firm innovativeness • Assess the relationship between innovativeness and CSR in the global forest sector • Compare U. S. firms with competitors in the global forest sector

Outline • Corporate social responsibility • Innovation and innovativeness • The antecedents of innovativeness • Theoretical framework • Objectives • Methods • Findings

Methods Stage 1: Content analysis Stage 2: Survey

Methods Market Orientation Literature Innovativeness CSR Literature ??? Learning Orientation Literature

Methods Identify Top 100 forest companies Source: PWC annual industry survey 2008 Stage 1: Content analysis Collect annual and CSR/sustainability reports Source: company websites Content analysis (including a reliability test) Reference: Ashridge Centre for Business and Society, 2005 Software: Nvivo Statistical analysis Software: SPSS

Methods Stage 2:survey

Outline • Corporate social responsibility (CSR) • Innovation and innovativeness • The antecedents of innovativeness • Theoretical framework • Objectives • Methods • Findings

Findings “Community activities” “As individuals and as teams, LP’s generous and resourceful volunteers donate many thousands of hours “We regularly consult with the to their communities every year. “ communities where we work to ---Louisiana-Pacific understand their concerns and identify common goals and needs. Together we agree on the approach that will best serve the community and that will have the least negative impact. “ ---Kimberly-Clark

Findings Stage 1 Africa, 2 Oceania, 1 Latin America, 8 Europe, 23 Asia , 10 North America, 34 Total number of companies: 80

Findings Stage 1 + = 110 Total number of CSR reports: 34 Annual reports: 76 reports: 110

Findings Stage 1 • New measure of CSR • Significant positive relationship between company sales and CSR implementation • Insignificant regional difference in terms of CSR implementation

Findings Stage 2 Received 47 responses by August 4, 2010 ( response rate: 16%), still on-going. • Significant positive relationship between MO, LO and innovativeness. • Insignificant relationship between innovativeness and CSR • Weak support showing that U. S. firms are doing better than the companies in other countries in terms of CSR implementation.

Findings Stage 2 Oceania, 1 South Latin Received 60 responses by August 16, 2010 Africa, 1 America, 1 (response rate: 20%). Nineteen are from the CEOs. Europe, 11 North America, 30 Asia, 16

Thank you! Xiaoou (Jane) Han Ph.D Student/Graduate Research Assistant College of Forestry Oregon State University xiaoou.han@oregonstate.edu